Artificial Intelligence and the Human Being: Our Perspective

Finally! Machines, thanks to Artificial Intelligence, have started doing what they were always meant to do: machine tasks! Massive data analysis, objective answers to specific questions, repetitive tasks that no longer require human attention... This marks the true beginning of a New Era. Now, humans can refocus on doing what humans do best: connecting with people, understanding the subjective side of life, interpreting intentions, and most importantly, relating, engaging, and experiencing. At CRUSH Leather Goods, we are experiencing this revolution first-hand.

AI at the Service of Humanity

At CRUSH Leather Goods, we have embraced AI as a tool that enables us to do better what we have always valued: being authentic. AI takes care of tedious and mechanical tasks — crunching numbers, managing orders, handling logistics — so our team can focus on what makes us unique. Freed from these repetitive tasks, we can dedicate ourselves to creating and connecting with our customers on a deeper level.

A clear example of how AI has transformed our way of working is the recent experience of Sandra, our Head of Digital. Previously, much of her time was consumed with analysing data, preparing endless reports, and managing statistics. Now, with AI as her assistant, Sandra has more time to share her vision and insights with the management and product teams. This shift has allowed us to provide faster, more flexible, and more personalised service to our customers, leaving more room for what truly matters: human connection.

While AI helps us move forward, we must not forget what defines us. We firmly believe that there are aspects that machines will never replace. Direct communication with our customers, the human presence at fairs and events, the personal and meticulous selection of the finest leathers, and the handcrafted creation of each bag are tasks that belong solely to humans. And this connection ensures that every CRUSH product has a story, a life, and a soul.

The most fascinating part of this revolution is that the more we use AI to optimise our processes, the more time we have to focus on creativity and connection. It allows us to return to the core of what it means to be human: looking our customers in the eye, speaking with them directly, understanding their needs, and sharing our stories.

At CRUSH Leather Goods, we don’t see technology and humanity as opposites. On the contrary, we are using AI to maximise the best of both worlds: technological efficiency and human authenticity. We believe this synergy enables us to offer genuine and lasting connections. Because, in the end, at CRUSH, we are human beings doing human things.